B&I

FLORIDA'S PREMIER SPECIALITY CONTRACTOR

CHALLENGE

B&I Contractor’s website was basic and boring; a deathly combination for any brand’s digital footprint. But what was worse was how confusing the layout was for new visitors, and this reflected significantly in the website’s exit rate. Although their website was clear about what B&I Specialty Contractors do business-wise, potential customers were overwhelmed by the tab options and often didn’t make it far enough along to fill out the contact form.

SOLUTION

The solution for B&I Specialty Contractor’s website was simple yet powerful: position two tabs that target customers can respond to in order to be directed towards their interests. This helped to condense the tab options and create a clearer pathway for visitors, all the while maintaining the information that is relevant for the overall brand. Flynaut also imbedded a video on the homepage of the website, which allowed a more personal touch for the company’s digital brand: rather than just reading about B&I Specialty Contractor, the user can “meet” the CEO of the company via this short informational recording.

RESULT

The results of this site renovation were conclusive- users responded positively to the new navigation of the website. Instead of searching for the right tab to click, they were able to select their area of expertise within the first five seconds of entering the webpage. The CEO’s video message also helped to capture new visitor’s attention for a longer period of time, and resulted in more social media interaction over time.

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